Hues banks on fashion for growth

Despite problems like yarn shortage, price fluctuations, labour shortage and unpredictable winter season in the Ludhiana cluster, Rupesh Puri, Director, Hues Clothing is looking forward to a good winter business. “We’d like to grow by 15 to 20

percent a year, because we are a fashion brand. The vagaries of the weather don’t affect us as much as they affect a basic brand. A fashion brand has priority with retailers. Fashion will move even if the season fails. The market sentiment is positive and retailers have zero stocks,” he says.

The removal of excise, according to him, will further boost the market. “It will enable us to check prices. If the market went weak to last year, it was because of the excise. There was a price hike and the market couldn’t take it. Last year, manufacturers cut their margins and the market adjusted to higher prices somewhat. This year, with the excise gone, prices may reduce. My brand may reduce prices by 10 percent,” Puri explains.

Hues was launched in 1996. “We got early acceptance but had our ups and downs. But three years back, we went were back on track. As the knitwear market is growing in India, it is being accepted by a wide age group,” he adds.

The brand is present in the North and Mumbai and Maharashtra markets through 400 to 500 MBOs. It plans to enter Tamil Nadu and Andhra Pradesh. Hues is also exported to France. The product range includes sweat shirts, jackets, cotton pullovers and casual blazers. “This year polos make up 50 percent of the summer range and round neck and V-neck are the rest. Embroidered polos are popular. Round necks are mainly about prints. T-shirt colors are bright. Even a basic color like black is not in for the coming winter season. Our brand makes 90 percent fashion T-shirts and 10 percent basic. For 2013 winter season, sweat shirts have zippers and hoodies. Bright and vibrant colors are in. Jackets have rich cotton and are in bright colors. Jackets are medium length. Blazers are slim fit and mostly cotton,” says Puri elaborating on the brand’s upcoming collection.